| Economics and marketing of food products
(objectives)
The aim of the course is to provide a general framework of marketing activities carried out by agro-food companies, with a focus on their integration with corporate strategies.
The course is structured to provide students with knowledge and capacities to work in the management of agro-food companies as well as to provide these companies with counseling services to improve the value of the products.
Expected learning results:
1) Knowledge and understanding: the course will provide knowledge and understanding of how marketing strategies are managed in an agro-food company.
2) Applying knowledge and understanding: students will develop the ability to develop a marketing plan for an agro-food product, and to analyze in concrete the business environment to identify the conditions for value creation.
3) Making judgements: at the end of the course, students will be able to develop marketing strategies and plans for the commercialization of agro-food products.
4) Communication skills: the course helps students to develop communicative skills, by facilitating discussion during the lectures and the practical exercises.
5) Learning skills: the course will develop students’ learning skills through ongoing discussion of real-life examples during the lectures and the practical exercises.
Analyze the economic aspects of the functioning of the
agri-food sector with reference to evolutionary trends in: demand for agri-food products, the organization
of production, the innovative and competitive capacity of the sector in the domestic and international
markets. Special attention is given to the markets for differentiated high-quality food products and to the
so-called agri-food Made in Italy.
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|
Code
|
118657 |
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Language
|
ITA |
|
Type of certificate
|
Profit certificate
|
| Module: Marketing of agri-food products
(objectives)
The aim of the course is to provide a general framework of marketing activities carried out by agro-food companies, with a focus on their integration with corporate strategies.
The course is structured to provide students with knowledge and capacities to work in the management of agro-food companies as well as to provide these companies with counseling services to improve the value of the products.
Expected learning results:
1) Knowledge and understanding: the course will provide knowledge and understanding of how marketing strategies are managed in an agro-food company.
2) Applying knowledge and understanding: students will develop the ability to develop a marketing plan for an agro-food product, and to analyze in concrete the business environment to identify the conditions for value creation.
3) Making judgements: at the end of the course, students will be able to develop marketing strategies and plans for the commercialization of agro-food products.
4) Communication skills: the course helps students to develop communicative skills, by facilitating discussion during the lectures and the practical exercises.
5) Learning skills: the course will develop students’ learning skills through ongoing discussion of real-life examples during the lectures and the practical exercises.
|
|
Language
|
ITA |
|
Type of certificate
|
Profit certificate
|
|
Credits
|
6
|
|
Scientific Disciplinary Sector Code
|
AGR/01
|
|
Contact Hours
|
40
|
|
Laboratory Hours
|
8
|
|
Type of Activity
|
Core compulsory activities
|
|
Teacher
|
CICATIELLO Clara
(syllabus)
Economia del settore agroalimentare:
INTRODUCTION TO THE COURSE
Aims and scope of the course. Overall picture of the topics. Methodology/Approach: Combining Theory and Practice. Teaching methodology: traditional lessons, work group, role-playing games. Info on intermediate and final evaluations/exam ad scoring criteria. References and other teaching materials.
COURSE TOPICS
AGRICULTURE AND ECONOMIC CHANGE
• Factors driving change in agri-food sector in the long run: push and pull factors. Basic concepts
• The evolution of the Italian agri-food sector since II world war to nowadays: historical notes and quantitative analysis through the main macroeconomic statistical measures (introduction to main indicators).
• The primary sector in the national economy: Theory and indicators. Figures related to Italy.
TECHINCAL CHANGE
• The nature of innovation; innovation inside and outside the firms. Market and other Institutions for innovation. Demand of innovation. Benefit from innovation. Classification of innovations. Property rights on innovations. Factor productivity, quality and new products.
THE ITALIAN AGRI-FOOD SECTOR
• The Italian agriculture: structure and organization. National data and European comparisons.
• The Italian processing industry and the distribution function: structure and organization.
• National data and European comparisons.
• Supply Organization and production systems; firms, vertical and horizontal integration; networks, chains, districts, cooperatives, other collective institutions: theoretical insights and evidences from the Italian agri-food sector.
INTERNATIONAL TRADE OF AGRI-FOOD PRODUCTS
• Principles of international trade theory. Absolute and comparative trade advantage. Causes and effects of international trade. Graphical analysis of international trade. Hints of the main international trade Theories.
• The analysis of international trade flows: main indicators and their interpretation. The absolute trade balance, the normalized trade balance. Market quotas. The Revealed Comparative Advantage. Trade vs domestic figures: propensity to export, propensity to import. The rate of self-sufficiency.
• The Italian Agri-food balance: main trends and actual results through the values of the main trade indicators. Results detailed by products and partners.
• Beyond commodity trade flows (hints): Economic globalization. la globalizzazione economica. Moving labor forces and capitals. Foreign direct investments. Land grabbing.
THE ROLE OF QUALITY IN THE AGRIFOOD MARKETS
• Demand trends and the role of quality
• Different meanings of quality and product diversification
• Quality as a strength point of the Italian agri-food competitiveness
• The economic analysis of the market for diversified products
• Information and market failure
• Organizing supply for high quality food product: firms, chains, local systems and the Public Sector
• Certifying product origin (GIs): the EU Regulation: goals and instruments.
• PDOs/PGIs in Italy: use and effectiveness. A detailed analysis and some case study.
• Food safety: an economic perspective and the analysis of the functioning of the markets
• Organic products and GMOs: economics and the functioning of the markets
• Healthy and functional foods: economics and the functioning of the markets
• The environmental perspective of food production and waste: economics and the functioning of the markets.
Marketing dei prodotti agroalimentari:
The course, after having framed the activity of marketing management in the context of strategic planning, first analyses the characteristics of the demand (behaviors, segmentation and research on consumers) and then the strategies related to components of the marketing mix (product, price, distribution, promotion) that the company have to consider to best meet the demand.
The theoretical concepts are translated into operational terms through exercises and practical examples that guide the student to the creation of a marketing plan. In this marketing plan, the proposal for the launch of a new product is: contextualized within corporate strategies, analyzed in terms of strategic assessment (segmentation, targeting, positioning) and developed with an appropriate marketing mix.
To achieve these objectives the course is organized as follows:
GENERAL CONCEPTS OF MARKETING (6 hours)
- Marketing in the enterprise management
- Structure and results of marketing research
ANALYTIC MARKETING FOR MARKET KNOWLEDGE (6 hours)
- Consumer behaviors and decisions
- Market segmentation: methods and procedures
DEFINITION OF MARKETING STRATEGIES (8 hours)
- Strategic planning of enterprise
- SWOT Analysis, targeting and positioning
MARKETING MIX MANAGEMENT (16 hours)
- Decisions about the product
- Communication mix
- Types and characteristics of supply chain
- Pricing policies
THE MARKETING PLAN (16 hours)
- Stucture and contents of a marketing plan
- Development of a case study
(reference books)
Economia del settore alimentare:
Reports, journal articles, and other materials released by the Professor during the course:
downloadable from moodle and shared in a google drive folder.
Marketing dei prodotti agroalimentari:
Marketing 7/ed, di J. Paul Peter, James H. Donnelly, Jr., Carlo Alberto Pratesi, edizioni Mc Graw-Hill.
|
|
Dates of beginning and end of teaching activities
|
From 04/10/2021 to 14/01/2022 |
|
Delivery mode
|
Traditional
At a distance
|
|
Attendance
|
not mandatory
|
|
Evaluation methods
|
Oral exam
|
|
|
| Module: Food sector economics
(objectives)
The purpose of this module is to enable students to analyze the economic aspects of the functioning of the
agri-food sector with reference to evolutionary trends in: demand for agri-food products, the organization
of production, the innovative and competitive capacity of the sector in the domestic and international
markets. Special attention is given to the markets for differentiated high-quality food products and to the
so-called agri-food Made in Italy.
The expected learning outcomes are divided as follows:
1) The students shall acquire advanced notions on the structural and functional characteristics of the Italian
agri-food system, on its international positioning and on its evolutionary trajectory. Attention is given to
the presentation of the systemic dimension of the processes and to the resulting needs in terms of
coordinating the processes and of defining effective governance schemes. An additional aspect that is
particularly emphasized in the discussion is that of the complex nature of economic phenomena
(organization of processes, the functioning of companies and their aggregations, interaction on the
markets) linked to the multidimensionality of the result which businesses and economic systems point to
(i.e. competitiveness and the different levels in which it is structured). It follows that another objective of
the course is to show how the different structural and functional aspects (both short and medium / long
term) are strongly interrelated and should therefore be conjointly analyzed.
2) Furthermore, to develop operational skills, the course proposes:
I) the analysis of statistical data in
tabular and graphical form;
II) the definition and calculation of economic indicators.
Students are shown how to read and comment data and indicators, asking them to independently replicate the analysis. The
aim of the course is therefore to provide students with tools for the subsequent autonomous ability to use
data to build tables and graphs and to effectively comment on their contents.
3) the course also aims to stimulate the development of interactive skills increasingly required in the labor
market. It also wants to develop the ability to support points of view and ideas with rational and complete
arguments and the ability to compare different opinions in a complex although direct way.
|
|
Language
|
ITA |
|
Type of certificate
|
Profit certificate
|
|
Credits
|
6
|
|
Scientific Disciplinary Sector Code
|
AGR/01
|
|
Contact Hours
|
40
|
|
Laboratory Hours
|
8
|
|
Type of Activity
|
Core compulsory activities
|
|
Teacher
|
CARBONE Anna
(syllabus)
ECONOMICS OF THE FOOD SECTOR
INTRODUCTION TO THE COURSE
Aims and scope of the course. Overall picture of the topics. Methodology/Approach: Combining Theory and Practice. Teaching methodology: traditional lessons, work group, role-playing games. Info on intermediate and final evaluations/exam ad scoring criteria. References and other teaching materials.
COURSE TOPICS
AGRICULTURE AND ECONOMIC CHANGE
• Factors driving change in agri-food sector in the long run: push and pull factors. Basic concepts
• The evolution of the Italian agri-food sector since II world war to nowadays: historical notes and quantitative analysis through the main macroeconomic statistical measures (introduction to main indicators).
• The primary sector in the national economy: Theory and indicators. Figures related to Italy.
TECHINCAL CHANGE
• The nature of innovation; innovation inside and outside the firms. Market and other Institutions for innovation. Demand of innovation. Benefit from innovation. Classification of innovations. Property rights on innovations. Factor productivity, quality and new products.
THE ITALIAN AGRI-FOOD SECTOR
• The Italian agriculture: structure and organization. National data and European comparisons.
• The Italian processing industry and the distribution function: structure and organization.
• National data and European comparisons.
• Supply Organization and production systems; firms, vertical and horizontal integration; networks, chains, districts, cooperatives, other collective institutions: theoretical insights and evidences from the Italian agri-food sector.
INTERNATIONAL TRADE OF AGRI-FOOD PRODUCTS
• Principles of international trade theory. Absolute and comparative trade advantage. Causes and effects of international trade. Graphical analysis of international trade. Hints of the main international trade Theories.
• The analysis of international trade flows: main indicators and their interpretation. The absolute trade balance, the normalized trade balance. Market quotas. The Revealed Comparative Advantage. Trade vs domestic figures: propensity to export, propensity to import. The rate of self-sufficiency.
• The Italian Agri-food balance: main trends and actual results through the values of the main trade indicators. Results detailed by products and partners.
• Beyond commodity trade flows (hints): Economic globalization. la globalizzazione economica. Moving labor forces and capitals. Foreign direct investments. Land grabbing.
THE ROLE OF QUALITY IN THE AGRIFOOD MARKETS
• Demand trends and the role of quality
• Different meanings of quality and product diversification
• Quality as a strength point of the Italian agri-food competitiveness
• The economic analysis of the market for diversified products
• Information and market failure
• Organizing supply for high quality food product: firms, chains, local systems and the Public Sector
• Certifying product origin (GIs): the EU Regulation: goals and instruments.
• PDOs/PGIs in Italy: use and effectiveness. A detailed analysis and some case study.
• Food safety: an economic perspective and the analysis of the functioning of the markets
• Organic products and GMOs: economics and the functioning of the markets
• Healthy and functional foods: economics and the functioning of the markets
• The environmental perspective of food production and waste: economics and the functioning of the markets
MARKETING OF FOOD PRODUCTS
The course, after having framed the activity of marketing management in the context of strategic planning, first analyses the characteristics of the demand (behaviors, segmentation and research on consumers) and then the strategies related to components of the marketing mix (product, price, distribution, promotion) that the company have to consider to best meet the demand.
The theoretical concepts are translated into operational terms through exercises and practical examples that guide the student to the creation of a marketing plan. In this marketing plan, the proposal for the launch of a new product is: contextualized within corporate strategies, analyzed in terms of strategic assessment (segmentation, targeting, positioning) and developed with an appropriate marketing mix.
To achieve these objectives the course is organized as follows:
GENERAL CONCEPTS OF MARKETING (6 hours)
- Marketing in the enterprise management
- Structure and results of marketing research
ANALYTIC MARKETING FOR MARKET KNOWLEDGE (6 hours)
- Consumer behaviors and decisions
- Market segmentation: methods and procedures
DEFINITION OF MARKETING STRATEGIES (8 hours)
- Strategic planning of enterprise
- SWOT Analysis, targeting and positioning
MARKETING MIX MANAGEMENT (16 hours)
- Decisions about the product
- Communication mix
- Types and characteristics of supply chain
- Pricing policies
THE MARKETING PLAN (16 hours)
- Stucture and contents of a marketing plan
- Development of a case study
(reference books)
ECONOMICS OF THE FOOD SECTOR
Reports, journal articles, and other materials released by the Professor during the course:
downloadable from moodle and shared in a google drive folder
MARKETING OF FOOD PRODUCTS
Marketing 7/ed, di J. Paul Peter, James H. Donnelly, Jr., Carlo Alberto Pratesi, edizioni Mc Graw-Hill.
Marketing 7/ed, di J. Paul Peter, James H. Donnelly, Jr., Carlo Alberto Pratesi, Mc Graw-Hill editions.
|
|
Dates of beginning and end of teaching activities
|
From 04/10/2021 to 14/01/2022 |
|
Delivery mode
|
Traditional
|
|
Attendance
|
not mandatory
|
|
Evaluation methods
|
Oral exam
|
|
|
|
